New Logo and Identity for BQ by Saffron

Established in 2005 as MemoriasUSB (USBMemory) by six engineering students of Universidad Politécnica de Madrid, BQ (as it was renamed in 2010) started by importing and selling USB memory sticks, later an e-reader called booq, and now also offers smartphones, tablets, 3D printers, and their accompanying accessories. Looking to expand beyond their market in Spain and compete with the larger electronic companies, BQ recently introduced a new identity designed by Madrid-based Saffron. Based on its already inherent DNA, we defined BQ’s brand purpose, which is “to help people understand technology, encourage them to use it and inspire them to develop it”. We also spelled out the key features of their personality as honest, challenging, dynamic, reliable and didactic.All